10 STEPMarketing Plan for            Foglight       Carlos V. Gonzaga            March 2012   www.laymarketer.blogspot.com
DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of   Prof. Remigio Joseph De Ungria’s AGSB mar...
Don’t be the last to Swish!1.   Swish Mouthwash PTM includes any Juan who is     health-conscious, and leads an active soc...
Any Juan will pay for a safeway to be ready to mingle6.    Swish is an alcohol-free mouthwash with Surefresh      technolo...
1. Swish primary target market(PTM) is any Juan who is health-conscious and socially active   25-35 y.o., social class AB...
PTM needs a safe way to         feel confident                                                    Self-Actualization      ...
2. Safe ba ‘yan?Effective ba ‘yan?Socially active, health conscious people need to be confident in   terms of the safety a...
3a. Swish is up againstglobal brands   Direct: Listerine, Astring-O-Sol, Colgate    Plax, Oracare   Indirect: Toothpaste...
Swish is an emerging    choice for young adults                                      Price vs. Age MatrixPrice/Age        ...
Swish positioning for the health           conscious young adult market                                        Benefit Pos...
As a new market entrant, Swish           needs to strengthen its key           differentiators—safe coz it’s alcohol      ...
Swish positions strongly as thesafe, no-sting alternativeSwish is the first mouthwash     that is alcohol-free     that ...
Swish brand identitySwitch to alcohol-free Swish now!  See the difference.  Feel the difference.                  Source: ...
5. Based on independentaudit, mouthwash market size isPhp2B    www.laymarketer.blogspot.com
5. Based on independentaudit, mouthwash market size isPhp2B Volume Share            FY 2011 Mouthwash                  2,0...
5c. Estimated market sizeof mouthwash usersMouthwash Usage:     1M Filipinos (Class AB and C) gargle with      mouthwash ...
6. Switch to Swish!                                      Flavors Variants       www.laymarketer.blogspot.com
6a. Swish shares equal shelfspace with its major competitors                          Watsons Pharmacy    Rustans Supermar...
6b. Everybody Swish!   Swish™ mouthwash gives you an awesome swishing experience    that leaves you with long lasting fre...
7. Price – Swish is at par with        competitors in the smaller variant but        drops significantly in the big 250ml ...
8a. Swish uses TV ads, mall and    office tours and social media1                    32        www.laymarketer.blogspot.com
8a. Swish uses celebrity endorser RyanAgoncillo to represent the sociallyactive young adult in its TV adshttp://www.youtub...
8a. Mall, Resto and Office   Tours     Tiendesitas    Wynsum Corporate Plaza     Hoy Week Bus                             ...
8a. Magazine advertorials    www.laymarketer.blogspot.com
8a. Swish facebook page    www.laymarketer.blogspot.com
8a. Swish facebook page    www.laymarketer.blogspot.com
8b. Global brands TVCs are reused fromcampaigns abroad – ordinary Pinoys may notbe able to relate muchhttp://www.youtube.c...
8b. Global brands TVCs are reused fromcampaigns abroad – ordinary Pinoys may notbe able to relate much http://www.youtube....
9. Swish is availablenationwide using Unilab’sdistribution network     Supermarkets, sari-sari stores, convenience      o...
10. Swish is inching its wayatop the competition throughdifferentiationSwish’s main strategy is to build on the safety and...
SUMMARYwww.laymarketer.blogspot.com   31
Don’t be the last to Swish!1.   Swish Mouthwash PTM includes any Juan who is     health-conscious, and leads an active soc...
Any Juan will pay for a safeway to be ready to mingle6.    Swish is an alcohol-free mouthwash with Surefresh      technolo...
10 STEPMarketing Plan for            Foglight       Carlos V. Gonzaga            March 2012   www.laymarketer.blogspot.com
Unilab ‘yan!www.laymarketer.blogspot.com
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A 10 step marketing plan for Swish Mouthwash

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10 step marketing plan carlos gonzaga

  1. 1. 10 STEPMarketing Plan for Foglight Carlos V. Gonzaga March 2012 www.laymarketer.blogspot.com
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on Slideshare, blogs and Facebook so that there is easier sharing among students from different marketing classes. www.laymarketer.blogspot.com
  3. 3. Don’t be the last to Swish!1. Swish Mouthwash PTM includes any Juan who is health-conscious, and leads an active social life2. Loves to mingle with other people3. Market is awash with global brands Listerine, Astring-O-Sol and Colgate Plax. Local competitor is Oracare4. Gap is that competitor brands focus more on long-lasting effect and protection from mouth disease5. Philippine mouthwash market size is Php2B. Swish market share is Php186M. www.laymarketer.blogspot.com
  4. 4. Any Juan will pay for a safeway to be ready to mingle6. Swish is an alcohol-free mouthwash with Surefresh technology that kills bacteria and that comes in four refreshing flavors7. It is priced 9% less than Listerine and Astring-O-Sol and 19% less than Colgate Plax8. Uses TV, events, experiences and digital9. Distributed nationwide10. Uses differentiation to win www.laymarketer.blogspot.com
  5. 5. 1. Swish primary target market(PTM) is any Juan who is health-conscious and socially active 25-35 y.o., social class AB and C, single or married Just starting work or have a family, socially active Gargles before doing social activities, or at least once a day who demand fresh breath to be ready to mingle www.laymarketer.blogspot.com
  6. 6. PTM needs a safe way to feel confident Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Statu s) I am happy when Social Needs (sense ofI am able to socialize confidently belonging, love) I want to be sure the products Safety Needs (security, protection) I personally use are safe Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler www.laymarketer.blogspot.com
  7. 7. 2. Safe ba ‘yan?Effective ba ‘yan?Socially active, health conscious people need to be confident in terms of the safety and efficacy of the personal products they use; which translates to having the self-esteem to express/speak his mindSocially active, health conscious people switch to Swish over other mouthwashes because of flavor, lamig sa bibig feeling, kills germs, price, credibility/awareness of the company, PDA approval and brand promise to feel the difference of an alcohol-free mouthwashSwitching Demands: Fresh breath that helps build confidence, kills bad-breath causing bacteria, feel the difference of an alcohol-free mouthwash www.laymarketer.blogspot.com
  8. 8. 3a. Swish is up againstglobal brands Direct: Listerine, Astring-O-Sol, Colgate Plax, Oracare Indirect: Toothpastes, breath mints, mint candies/gums, oral antiseptics, water, dental floss Variables: Price, flavor, availability, convenience of use, efficacy, brand promise of a safe, alcohol-free mouthwash www.laymarketer.blogspot.com
  9. 9. Swish is an emerging choice for young adults Price vs. Age MatrixPrice/Age 50 y.o. and 17-24 y.o. 25-35 y.o. 36-49 y.o.Matrix up Colgate Astring-High Price Plax Oracare Listerine O-SolLow Price Swish www.laymarketer.blogspot.com
  10. 10. Swish positioning for the health conscious young adult market Benefit Positioning vs. Brand Matrix Astring-O- Colgate Functional Benefit Listerine Swish Oracare Sol PlaxWorks all day longTooth and Gum protectionFresh breathNo stingCool feelingMore affordableUnique flavorsAlcohol freeKills mouth bacteria All brands are positioned to kill mouth bacteria. Common benefits are long lasting protection, and cool feeling www.laymarketer.blogspot.com
  11. 11. As a new market entrant, Swish needs to strengthen its key differentiators—safe coz it’s alcohol free and with hip flavors! Benefit Positioning vs. Brand Matrix Astring-O- Colgate Functional Benefit Listerine Swish Oracare Sol PlaxWorks all day longTooth and Gum protectionFresh breathNo stingCool feelingMore affordableUnique flavorsAlcohol freeKills mouth bacteria www.laymarketer.blogspot.com
  12. 12. Swish positions strongly as thesafe, no-sting alternativeSwish is the first mouthwash  that is alcohol-free  that prevents mouth dryness due to alcohol sting  that comes in four unique flavorsOracare and Astring-O-Sol has started to offer alcohol-free variants as well. www.laymarketer.blogspot.com
  13. 13. Swish brand identitySwitch to alcohol-free Swish now! See the difference. Feel the difference. Source: Swish advertorial 2011 www.laymarketer.blogspot.com
  14. 14. 5. Based on independentaudit, mouthwash market size isPhp2B www.laymarketer.blogspot.com
  15. 15. 5. Based on independentaudit, mouthwash market size isPhp2B Volume Share FY 2011 Mouthwash 2,065,992,992 Listerine 785,077,337 Astring-o-sol 371,878,739 Colgate Plax 330,558,879 Swish 185,939,369 Oracare 103,299,650 Others 309,898,949 www.laymarketer.blogspot.com
  16. 16. 5c. Estimated market sizeof mouthwash usersMouthwash Usage:  1M Filipinos (Class AB and C) gargle with mouthwash at an average of once a day using 10ml mouthwash which costs around Php6.00 per gargle1M x 1 x 6 x 365 = Php2B www.laymarketer.blogspot.com
  17. 17. 6. Switch to Swish! Flavors Variants www.laymarketer.blogspot.com
  18. 18. 6a. Swish shares equal shelfspace with its major competitors Watsons Pharmacy Rustans Supermarket www.laymarketer.blogspot.com
  19. 19. 6b. Everybody Swish! Swish™ mouthwash gives you an awesome swishing experience that leaves you with long lasting fresh breath. It is alcohol- free, but with a kick of mint! SWISH is the ALCOHOL-FREE mouthwash. It has SureFresh that helps fight bad breath, plaque and gingivitis for long-lasting fresh breath. It comes in four refreshing and exciting flavors: Peppermint Fresh, Arctic Chill, Cinnamon Blast and Mangosteen Mint. Since it is alcohol-free, it is safe and healthy. Even diabetics, children above 6 years old and even pregnant women can enjoy Swish alcohol-free mouthwash. Source: Swish facebook page www.laymarketer.blogspot.com
  20. 20. 7. Price – Swish is at par with competitors in the smaller variant but drops significantly in the big 250ml variant Actual Retail Prices at Watsons Pharmacy (Feb 28, 2012) Astring-O- Colgate SIZE Listerine Swish Oracare Sol Plax60ml 65.00 47.00 76.00 48.00 52.00250ml 155.00 148.00 159.00 133.00 143.00Swish positioned itself as the more affordable householdmouthwash rather than compete heavily in the “travel pack”small variant. www.laymarketer.blogspot.com
  21. 21. 8a. Swish uses TV ads, mall and office tours and social media1 32 www.laymarketer.blogspot.com
  22. 22. 8a. Swish uses celebrity endorser RyanAgoncillo to represent the sociallyactive young adult in its TV adshttp://www.youtube.com/watch?v=JEYSH1KfTOI&feature=plcp&context=C38a35f8UDOEgsToPDskIRj0MhtBax8yyMMQhS3lyK www.laymarketer.blogspot.com
  23. 23. 8a. Mall, Resto and Office Tours Tiendesitas Wynsum Corporate Plaza Hoy Week Bus Terminal InvasionEat Bulaga Studio www.laymarketer.blogspot.com
  24. 24. 8a. Magazine advertorials www.laymarketer.blogspot.com
  25. 25. 8a. Swish facebook page www.laymarketer.blogspot.com
  26. 26. 8a. Swish facebook page www.laymarketer.blogspot.com
  27. 27. 8b. Global brands TVCs are reused fromcampaigns abroad – ordinary Pinoys may notbe able to relate muchhttp://www.youtube.com/watch?v=-R7fJVGLKTw www.laymarketer.blogspot.com
  28. 28. 8b. Global brands TVCs are reused fromcampaigns abroad – ordinary Pinoys may notbe able to relate much http://www.youtube.com/watch?v=ZDkBGbdedrE www.laymarketer.blogspot.com
  29. 29. 9. Swish is availablenationwide using Unilab’sdistribution network  Supermarkets, sari-sari stores, convenience outlets, drugstores  Nationwide  Pick up by customers  Cash and credit transaction www.laymarketer.blogspot.com
  30. 30. 10. Swish is inching its wayatop the competition throughdifferentiationSwish’s main strategy is to build on the safety and efficacy brand message (alcohol-free), leveraging on the mother company’s (Unilab) status as a pharma industry leaderIt benefits on the distribution capability of Unilab’s Personal Care portfolio which includes banner brands Myra and pHCareIt is distributed nationwide and affordably priced for the mouthwash-using Pinoy www.laymarketer.blogspot.com
  31. 31. SUMMARYwww.laymarketer.blogspot.com 31
  32. 32. Don’t be the last to Swish!1. Swish Mouthwash PTM includes any Juan who is health-conscious, and leads an active social life2. Loves to mingle with other people3. Market is awash with global brands Listerine, Astring-O-Sol and Colgate Plax. Local competitor is Oracare4. Gap is that competitor brands focus more on long-lasting effect and protection from mouth disease5. Philippine mouthwash market size is Php2B. Swish market share is Php186M. www.laymarketer.blogspot.com
  33. 33. Any Juan will pay for a safeway to be ready to mingle6. Swish is an alcohol-free mouthwash with Surefresh technology that kills bacteria and that comes in four refreshing flavors7. It is priced 9% less than Listerine and Astring-O- Sol and 19% less than Colgate Plax8. Uses TV, events, experiences and digital9. Distributed nationwide10. Uses differentiation to win www.laymarketer.blogspot.com
  34. 34. 10 STEPMarketing Plan for Foglight Carlos V. Gonzaga March 2012 www.laymarketer.blogspot.com
  35. 35. Unilab ‘yan!www.laymarketer.blogspot.com

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